After the Pu'er tea fever cooled down, governments, associations, experts, enterprises, distributors and people who care about the Pu'er tea industry have given various propositions.

The propositions of some so-called marketing experts are quite popular - namely, brand marketing theory and strategic positioning theory.

And almost everyone forgets another question: What is brand marketing?

Is brand marketing equal to advertising plus hype?

(This is probably what many so-called marketing experts understand).

Even so, everyone should not ignore one problem: the products of most Pu'er tea manufacturers are overstocked in warehouses, workshops, dealers' warehouses, and in the hands of investors.

In the early stage, Pu'er tea was operated as an investment product market, but now it is sold to others for "drinking".

One is the investment goods market and the other is the consumer goods market. These are two completely different markets.

Wouldn't it be absurd if we apply the concept of operating the investment products market to the operation of the consumer goods brand market?

It's like when you go to war and you don't even know where the battlefield is, why are you still fighting?

We used to fight on the top of the mountain, but now we have moved. The enemy is below the mountain. What top of the mountain are you going to attack?

These are two completely different markets, targeting different target groups. One is aimed at wealthy people.

(It’s very simple. If you have trouble eating, how can you have money to invest.) One is to make articles for all kinds of people.

The markets are different, and their products, prices, and channels are naturally different. This is the most basic truth.

The so-called marketing science cannot be copied. "Practical" and "realistic" are the foundation of existence.

Overseas speculators deceived the government and deceived Pu'er tea people.

In the end, we ourselves took the last step in this financial game of beating drums and passing flowers, and it was ultimately the Pu'er tea people who tasted the bitter fruit.

The current situation of Pu'er tea can be compared to an inappropriate analogy, like a group fight. When two parties meet, it is at a critical moment. Someone takes the lead and shouts, and then they all scatter, and then they are completely defeated.

What Pu'er tea lacks is a broad consumer base. Now most tea companies and tea merchants are waiting and watching.

One is to hope that there will be another wave of speculation in 2 or 3 years, and then everyone will clear their stocks and ship out.

This is undoubtedly a foolish dream.

One is to hope that in 2 or 3 years, the market will gradually and slowly cultivate consumers. When consumers mature, Pu'er tea will once again be brilliant.

Is such a situation possible?

Not possible either.

You can think about it, what is so good about Coca-Cola?

As far as I know, Coca-Cola only makes people fat, but it does not affect its sales.

Does melatonin work?

All the media have exposed that melatonin has no effect.

But when we go to see the elderly or patients ourselves, we can't help but think of: "Receive melatonin as a gift."

If you don’t promote Pu’er tea, why should others accept it?

Is it because "it gets more fragrant with age"?

Wine and cigars are also available.

Does it have health care effects?

There are other teas too.

Does it have a grease-removing effect?

Sorry, other teas are also available.

The development of an industry is inseparable from the pyramid-shaped consumer goods market structure.

That is, they are divided into high, medium and low-end brands. From the Pu'er tea craze, we can see that our target group is concentrated on the pyramid tip of "money and leisure", without the support of the base and waist of the tower.

It can be said that the previous Pu'er tea market was established to satisfy the investment desires of a few people. The market was a service end for a few people, so the market coverage must be very small.

Although the investment phenomenon of Pu'er tea has been criticized, since the characteristics of Pu'er tea determine the value of the collection market, there will still be a certain space in the collection market, but this market will not be too big in terms of future development.

The so-called tea play market refers to a group of Pu'er tea enthusiasts who play, taste, or store Pu'er tea for the purpose of hobbies. People at this level know Pu'er tea very well, and the price is not necessarily high, but

Emphasis on quality.

But such a target group must be a minority, and there are even many consumers in this group who drink Pu'er just as a fashion behavior, which has nothing to do with real consumption behavior.

On the contrary, the mass consumption market of Pu'er tea in my country, which has just started, has the characteristics of wide market coverage, acceptable price for ordinary consumers and stable market demand after the price remains reasonable.

Therefore, the survival and prosperity of the Pu'er tea collection market is maintained by investors' continuous opening and replenishment of positions, rather than the stable development of Pu'er tea mass consumption. This "inverted pyramid" investment structure is prone to market fluctuations.

From a market perspective, the mass consumer market is the foundation and source of the tea market. Only through the mass consumer market can consumers be widely attracted, new Pu'er tea lovers constantly cultivated, and the team of Pu'er tea lovers continues to expand; at the same time, with the

As your appreciation ability improves, you may become a real Pu'er tea lover.

The first element of Pu'er tea is beverage. Only when the consumption base continues to expand, can it be possible to add additional elements such as cultural elements, functional elements, and collection elements on this basis.

Just like the formation of a pyramid, how can the spire be formed without numerous consumers forming the base?

How to tap the consumer market At the same time, we must be clear that in addition to capital investment, the formation of an industry must also have the existence of demand.

American economist John Keynes has a famous "hole-digging theory": hire two hundred people to dig a hole, and hire another two hundred people to fill the hole. This is called job creation.

When he hires two hundred people to dig a hole, he needs to give out two hundred shovels; when he gives out the shovels, the company that produces the shovels starts working, and the company that produces the steel also starts production; when he gives out the shovels, he still has to pay the workers, and at this time the food

Consumption is also available.